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Plastics rotomolder Meese Orbitron Dunne Co. (MOD) provides expert design engineering and manufacturing services, developing reusable shipping containers, fuel tanks, P-O-P displays, playground equipment, toys and other custom and proprietary products. The company's ability to strengthen and improve upon existing products led to the development and recent launch of its line of intermediate bulk containers (IBC's). With several models, the new line could accommodate hazardous materials, toxic chemicals, high purity acids and sticky adhesives as well as food products such as syrups, sauces, poultry and more. Penetrating a broad range of markets dominated by a handful of firmly-entrenched players presented quite a challenge. We launched a program designed to uncover growth opportunities in individual niche markets.

To test product demand in specific niche markets and begin developing credibility while stretching limited budget resources, epr developed a multi-tiered strategy:

  1. Build awareness across multiple markets and attract sales inquiries by developing broad-based news releases.
  2. Build credibility and provide sales force with important presentation tool by developing in-depth feature article and placing it in key market publication.
  3. Focus advertising budget on critical markets based on lead response and market research.
  4. Present the IBC line as the core of the company by featuring the new containers on an IBC-specific Web site.

Relying strictly on publicity to generate sales inquiries for nearly one year, MOD was rewarded with important knowledge that led to new product developments and modifications, as well as with hundreds of sales leads. Many became new customers. Research and analysis guided MOD to focus its efforts on the chemical industry, where companies place significant value on the quality of IBC's. Failure to do so could lead to dangerous environmental contamination, damaging press coverage and could even land executives in jail.


As seen in Adhesives Age

For a sales team looking to establish relationships with the leading buyers of IBC's, instilling confidence as a new player was a challenge. To address this issue, epr secured feature coverage in the chemical industry's leading journal, borrowing tacit, third-party editorial endorsement and positioning MOD personnel as experts in the field. While news releases help open doors, these article reprints serve as powerful presentation tools that help close sales.

Once the PR program was consistently delivering targeted sales leads, the advertising program was launched. To generate the frequency of exposure needed to deliver returns on advertising while accommodating budget resources, epr developed a ¼ pg., black and white ad and used existing photography. But to command attention amid a sea of full color, full page advertisers, epr blended clever humor and emotion with scare tactics to create a memorable ad message that prospects will begin to link to MOD IBC's. See the ad.

epr media planning developed a favorable ad program with Chemical Equipment that included display and literature advertising in the magazine and text advertising in its email newsletter. The IBC launch is also benefiting from MOD's use of epr's Maximum GoTo program, delivering highly targeted prospects at very low cost per inquiry.

To prominently showcase the IBC line as the core of the company and deliver detailed information quickly on demand, epr designed a chemical industry-specific Web site. Prospects responding to IBC marketing efforts were directed to modroto.com/chemical for product and company information.

MOD's IBC clients include National Starch & Chemical.